This fall, two powerhouse brands unite for an unexpected yet thrilling collaboration—SMEG, the global leader in retro-inspired appliances, and October’s Very Own (OVO), Canada’s urban fashion icon. Launching on October 11th, this limited-edition collection brings together SMEG’s timeless 1950s design aesthetic with OVO’s signature streetwear style. Fans can expect a sleek mini fridge, two-slice toaster, and kettle, all adorned with the gold OVO owl logo and available in striking black and white colorways. In this Q&A with Gisela Mussen, General Manager of SMEG Canada, we dive into the story behind this unique partnership and what it means for home design enthusiasts. —Noa Nichol
How did the collaboration between SMEG in Canada and OVO come to fruition, and what made this partnership a natural fit for both brands?
The collaboration between SMEG Canada and OVO has been in the works for some time. After the global success of our partnership with Dolce & Gabbana, it felt like a natural progression to seek out a collaboration with a Canadian-born brand that, like SMEG, has a global presence. Over five years ago, the idea of partnering with OVO first came to mind. Given their strong influence in both fashion and lifestyle, we saw a clear alignment with SMEG’s commitment to blending high-end design with functionality. OVO’s iconic status in global culture made them the perfect partner for SMEG Canada’s first locally-driven collaboration, one that celebrates both our design ethos and the rich Canadian connection. This collection is exclusive to Canada, making it even more meaningful to both brands
SMEG is known for its iconic 50s-inspired designs, while OVO embodies contemporary streetwear culture. How did you merge these two distinct aesthetics to create a cohesive product line?
Both SMEG and OVO are globally recognized for our distinct design elements, and that served as the foundation for merging our aesthetics in this collaboration. For SMEG, the signature curved edges of our products bring a contemporary twist to our iconic 50s-inspired designs, while OVO’s unmistakable owl logo embodies their influence in streetwear culture. By focusing on these key elements, we were able to create a cohesive product line that feels authentic to both brands. One of the standout details in this collection is the use of gold accents for the handles and logos—something we’ve only done once before, in our collaboration with Dolce & Gabbana. This subtle yet bold change ties the two aesthetics together, balancing luxury with modern street style.
This collaboration features SMEG’s mini fridge, toaster, and kettle with OVO’s unmistakable Owl logo. What can fans of both brands expect in terms of functionality and design from these standout products?
Fans of both SMEG and OVO can expect the same premium quality that SMEG is known for as a luxury brand. Our products are much more than appliances—they are functional art pieces that elevate any home. This collaboration brings together the superior craftsmanship and design that our customers have come to love. Each product—the mini fridge, toaster, and kettle—embodies the iconic SMEG aesthetic, now enhanced with OVO’s unmistakable Owl logo and sleek gold accents. It’s the perfect fusion of form and function, offering both practicality and a bold, stylish presence in the kitchen.
As OVO’s first foray into the home appliance space, what do you think will resonate most with consumers about this collection?
SMEG is one of the most coveted brands in the home appliance space, and OVO’s venture into this arena is a natural extension of its influence in the luxury and lifestyle market. What will resonate most with consumers is the seamless blend of SMEG’s timeless design and OVO’s bold, contemporary aesthetic. Both brands have a global reputation for premium quality and style, and this collaboration offers a unique opportunity for fans to bring that into their homes. It’s a collection that combines the best of both worlds—luxury, design, and cultural influence.
How do you see this collaboration influencing future trends in the home appliance and streetwear crossover market? Could this be the start of a longer-term trend for SMEG?
This collaboration is incredibly exciting because it opens up new opportunities in the urban luxury demographic, a market that is rapidly expanding. We’re seeing a shift where the worlds of streetwear and high-end home design are coming together, much like what brands such as Gucci and Louis Vuitton have done with athleisure and luxury goods. I believe we’ll continue to see more collaborations like this, where urban streetwear influences the home space.
With SMEG and OVO both having significant influence in Canadian and global markets, there’s a lot of potential in this space. While SMEG typically engages in one-off collaborations—aside from our ongoing partnership with Dolce & Gabbana—we remain open to future opportunities with OVO, especially as urban streetwear continues to evolve in the home appliance sector.
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